It’s no big secret that the internet has turned the world of retail on its head over the past two decades.Retailers that have adapted continue to enjoy success, while new entrants that were once just a figment of someone’s imagination have also carved out a significant piece of the pie. Those that have failed to modify their approach fave either fallen by the wayside entirely, or are furiously attempting to catch their breath as they play catch-up.
The same disruptive effect that the internet has had on retail is playing out in the use of social media as part of a company’s overall strategy, and the same scenarios are playing out for retailers. As shared by Glossy, here’s one retailer that’s got the whole social media thing on lockdown, and other retailers would be wise to sit up and take notice to what they are doing.
Online retailer Evolve has mastered the art of user engagement on Snapchat and Instagram. The company’s followers on these two platforms are pretty enthralled with what the company offers them: the ability to easily find the dresses, boots, coats and jewelry featured in their stories and posts.
The company has devised what they refer to as ‘style codes,’ which a follower or user can easily google or directly type into the retailer’s site. It essentially works like a SKU number, and it’s ramped up the interaction between the company and its customers. Revolve posts engaging stories on their website, and customers can quickly go on the hunt for items that make an appearance in the story itself.
“We’re praying every day for a direct way to shop Instagram or Snapchat. But, for now, we just want to make it easy to shop without coming off as salesy. We are a retailer at the end of the day, though, so it’s all about getting the product into our customers’ hands,” explains Revolve’s vp of brand marketing Raissa Gerona.
The retailer’s strategy has struck a chord with consumers, and analysts are beginning to take notice.
“Moving away from a more aggressive ‘shop now’ approach, and getting people engaged with good content and a simple way to find the product gets results. It’s a strategy that actually takes into account how people scroll through their feeds. It’s good that it’s not overly salesy,” says social analytics company Dash Hudson CEO Thomas Rankin.
This is an incredibly innovative and brilliant strategy from Revolve, and one that others in the broader copycat industry that is retail would be wise to be mindful of.